This document discusses packaging content and maximizing reach on social media. It provides tips for improving engagement on Facebook posts through the inclusion of visuals like photos and infographics. Data is presented on the best times to post on different social networks based on higher engagement rates. Examples are given of packaging election night results and demographic stories in maps, charts and commentary. The document concludes by emphasizing the importance of search engine optimization and viral sharing through provocative headlines and numbers.

1. + AAN
slidesha.re/ULTwiy
NOV. 17, 2012
Washington
PACKAGING
with PURPOSE
JODY BRANNON
NATIONAL JOURNAL THE NEXT AMERICA

4. * 3i: The “I‟s” have it

6. TARGET AUDIENCE & MISSION:
THE NATION’S THOUGHT LEADERS & POPULATION SHIFTS

9. +
Building THE NEXT AMERICA
 STAFF
 AUDIENCE
 SOCIAL
 OUTREACH/PARTNERS
 CONTENT CREATION
 STORIES
 GRAPHICS
 PACKAGING
 FREQUENCY
 ARCHITECTURE & DESIGN

10. Applying Google Lessons
to Obama’s 2008 campaign
1 Learn More
2 Sign Up
3 Sign Up Now
4 Join Us Now

12. + “iPhones are for days,
iPads for the nighttime”
Daniel Terdiman, Cnet, February 2012

13. + churn & timing
3
65% hours
1B Facebook
Posts a
Day
HIGHER
engagement avg.
before lifetime
NOON of a
FB post
12% HIGHER clickthrough
weekends on Facebook ads

14. +
Volume
only 30%-40%
of fans see any given FB post
most posts by pages
seen by <10% of fans.
Edgerank Checker (top)
AllFacebook.com (bottom)

15. +
Maximizing Social Reach
 Best time for Tweets is 5 p.m.
 Improve CT% with 1 to 4 tweets per hour
 CTR is higher on weekends
 Best time to Tweet is noon-6 p.m.
 Saturday is best day to share on FB
 FB‟s spikes are at noon and after 7 pm
Science of Social Timing

16. + IMPROVED
ENGAGEMENT
WHEN A
album > 180%
FACEBOOK picture > 120%
POST video > 100%
INCLUDES
VISUALS… EXTEND WITH
• Photos
CT% jumps • Quotes
• Infographics
JeffBullas.com

18. + Value 54%
increased engagement
when a Facebook post
bears an image
Citing Virtue

19. UPWORTHY
REQUISITE:
each
item
has a
visual

23. + $151M 2 of 50
post-tsunami nuke
Net worth of out- reactors go online
going Rep. Herb to give Japan
Kohl, D-Wisc. summer AC
2,121 holds
Record single-title wait list at the 40-mph
Hennepin County, Minn., library
1.4M haboobs
The alleged sexiness of ‟50 Immigrants eligible AZ drivers warned of
Shades of Grey‟: The Atlantic to stay and work driving during
after Obama‟s edict monsoon-season
Quick Visuals That Give Meaning
to Numbers in the News

24. 1 in 5
Californians
is Hispanic

28. +
Election Night 2012:
staffing and content?
 No poll data
 TV monitored
 Blogosphere
 Access to other sites (feeds, alerts, etc.)
 Audience biorhythms
 Chief demography reporter writing for mag & on TV
 Graphic designer working on mag, not quick at Web graphics

29. +
Election „12: Tuesday/Wednesday
… Thursday > Friday magazine
POLLS NEWS
DATA ANALYSIS
MAPS COMMENTARY
CHARTS REACTION

32. +
USA TODAY >example of multiple
pressures facing newsrooms
Facebook LinkedIn
Twitter > Sports Vimeo
Tumblr (tagged: (promotional)
Sports) YouTube >
 Pinterest channel or
promotional?
 Posterous?

39. +
2012 Minorities Winning House Seats

40. +
2012 Minorities Losing House Seats

41. + Minority House Winners by Party
Blue = Democrats; Red =
Republicans

42. Minority House Losers by Party
Blue = Democrats; Red = Republicans; Orange = Independents

43. House Losers by Party
Blue = Democrats winners; Red = Republican winners
Notes: Excludes House races in which both candidates were minoritie
Winners are all white/non-Hispanics

44. Beyond the story: Packages and Editorial Innovation
AAN Workshop | Nov. 17, 2012 | Washington
Jody Brannon, National Journal/TheNextAmerica, part of Atlantic Media
Online News Association > join us! journalists.org
Upworthy: “to make meaningful stories go viral”
Browser plug-in for pull-quotes: ShareAsImage
MUST-READS: Best of the Week
Shot at Fame! Electoral Maps: Results Indicate Deepening Racial Divide Among Voters
> on Drudge: OBAMA WINS 39% OF WHITES…
Power of SEO & pickup (See Google search)
Headline on the Web: Obama Needs 80% of Minority Vote to Win 2012 ... - National Journal >
17K
linked to from 3 New York posts by Jonathan Chait, tweeted by Rachel Maddow and linked to by
Daily Kos, HBCUConnect, Electionism, TheWall, Scoop.It, MuckRack, and the Democratic
Underground, among mostly left-leanng other sites. > EMPHASIZING NUMERALS & SYMBOLS
Headline in the Magazine: The New Math > 15K
PACKAGING EXAMPLES
Range of stories around the nation: Metro Diversity
State by state: Analysis: How Much States Spend on Their Kids Does Matter
Meet the Candidates > Meet the Victors
Congress to be More Diverse
Electoral Maps: Results Indicate a Deepening Racial Divide

45. Thank you.
Questions?
jbrannon@nationaljournal.co
m
or
jody@jodybrannon.com